VCPN July 2019

THE TOP

7

vision care

product news JUL 2019

Men’s Eyewear Trends

BLUE LIGHT + DIGITAL EYE STRAIN SOLUTIONS: Special Section with ABO CE

P15

P29

COMPLIANT MARKETING:

Adhering to Privacy Laws P12

Comfortable Luxury

EVATIK: WESTGROUPE’S PREMIUM MEN’S EYEWEAR P22

P RODU CT

I NFORMATION

FOR

O P TIC A L

P E O P L E

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V ISIO NCA RE P RO D U C T S . C O M

David Rips Just now ·

For an independent voice in the optical industry, follow my page! Facebook.com/DavidRipsCEO

©2019 COSTA DEL MAR, INC. ALL RIGHTS RESERVED.

Contents.

VC P N J U LY 2 019

ON THE COVER Striking a balance between comfort and luxury, EVATIK’s minimalist and architectural designs combine materials such as handmade acetate, high grade stainless steel and Japanese titanium. From WestGroupe, the collection is further defined by deep, rich, masculine colors and custom design elements.

13 UPFRONT

24

45

VIEWS 6

BUSINESS SOLUTIONS

EYEWEAR + FASHION

THINK ABOUT YOUR EYES 7

PATIENTS UNDEREXPOSED 12

THE TOP 7 MEN’S EYEWEAR TRENDS 15

by Kaia Carter

360 : COMFORTABLE LUXURY 22

Guest Editorial by Charles Shidlofsky, OD, FCOVD

VCPN INSIDER 8

A SUPPORTER FROM THE START 13 NEW 14

O

EVATIK: WestGroupe’s Premium Men’s Eyewear

NEW 24 Continued on page 4

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Contents.

VC P N J U LY 2 019

JULY 2019 VOL 19, ISSUE 6

EDITORIAL STAFF VICE PRESIDENT, EDITORIAL John Sailer JSailer@FVMG.com

EDITOR Cara Aidone Huzinec CHuzinec@FVMG.com

CREATIVE DIRECTOR Kat McBride

p g. 29

Check out o ur Special Sect ion on Blue Light

KMcBride@FVMG.com

CONTRIBUTING WRITERS Wendy Atchison, LDO, ABOC, NCLEC, Kaia Carter, Richard McCoy, LDO, ABOC, NCLEC, Zvi Pardes, Charles Shidlofsky, OD, FCOVD

EDITOR EMERITUS Ed De Gennaro, MEd, ABOM

Continued from page 1

VISION CARE TECHNOLOGY

LENS SOLUTIONS FOR MODERN VISION CHALLENGES 42

BLUE LIGHT/DIGITAL EYE STRAIN 29

by Wendi Atchison, LDO, ABOC, NCLEC

ABO CE: ADDRESSING MODERN CHALLENGES TO THE EYE AND VISION 32

by Richard McCoy, LDO, ABOC, NCLEC

A MARKETER’S GUIDE TO PROTECTIVE LENSES 40

by Zvi Pardes

VISIONCAREPRODUCTNEWS

BUSINESS STAFF PRESIDENT & PUBLISHER Terry Tanker

NEW 44

TTanker@FVMG.com

20 QUESTIONS 46

VICE PRESIDENT, MARKETING

With Pierce Voorthuis, Georgetown Optician

Debby Corriveau DCorriveau@FVMG.com

CLASSIFIED ADVERTISING FOR THE OPTICAL INDUSTRY 47

VCPN_MAGAZINE

EDeGennaro@FVMG.com

REGIONAL SALES MANAGER Eric Hagerman EHagerman@FVMG.com

VISIONCAREPRODUCTNEWS

SHOWCASE/VCPN

For subscription information email Sub@VisionCareProducts.com VCPN (ISSN 1549-6716) Copyright © 2019 is published monthly except January, by JFT Properties LLC, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039, Phone: 440-731-8600. Periodicals postage is paid at North Ridgeville, OH and additional mailing offices. Postmaster: Send address changes to VCPN, 31674 Center Ridge Road, Suite 104, North Ridgeville, OH 44039.

SUBSCRIPTIONS: 31674 Center Ridge Rd., Suite 104, North Ridgeville, OH 44039 or online at visioncareproducts.com. Distributed to qualified optical dispensing locations, chain store headquarters, and optical laboratories. Other U.S. subscriptions are available for $85 for one year; $160 for two years. Contact publisher for overseas rates. Copyright © 2019 by JFT Properties LLC. No part of this publication may be reproduced without written permission of the publisher.

The publisher’s acceptance and publication of any advertising or editorial materials does not constitute endorsement of any product, service, or company by JFT Properties LLC. Throughout this publication, trademark names are used.

Instead of placing a trademark or registration symbol at every occurrence, we are using the names editorially only, with no intention of infringement of the trademark.

4 | VC P N J U LY 2 019

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ADVERTORIAL

THE FASTEST TRANSITIONS LENS IS HERE AND PATIENTS ARE ASKING FOR IT 77% of single vision wearers intend to purchase Transitions Signature GEN 81

T

he new Transitions Signature GEN 8 lens is the best overall photochromic lens2, delivering all the benefits that patients want: protection, outdoor darkness, full indoor clarity, responsiveness and long-lasting performance. These lenses deliver a new frontier of performance with a 30% faster activation speed and a three minute faster fade back time than Transitions Signature VII lenses.

BREAKTHROUGH TECHNOLOGY Transitions Signature GEN 8 breakthrough technology is made possible by a disruptive nano-composite matrix and a new generation of ultra-agile photochromic dyes. The matrix allows for improved dye mobility and more stable and consistent performance, and the new dyes allow Transitions Signature GEN 8 lenses to activate and fade back quickly and increase the longevity of their performance.

THE FUTURE COMES WITH FREE LENSES FOR YOUR PATIENTS. With the Essilor Next GEN Offer, patients can buy the revolutionary, new Transitions Signature GEN 8 lenses with Crizal3 and choose a free second pair of qualifying Essilor clear lenses.

To support the promotion, Essilor and Transitions will drive patients to eyecare professionals enrolled in the offer through consumer marketing— including T.V. commercials, digital video and display advertising, geo-targeted display and search ads which leverage search engine AI and in-store ads.

Enroll now at EssilorPRO.com4, MyEssilorLabs.com, PartnershipRewardsPortal.com, MyIDDLabs.com and/or Nassau247.com.

Visit EssilorUSA.com or contact your Essilor Sales Consultant to learn more. n

1 US Q3’17 Consumer Tracking Results. Online survey conducted by Wakefield Research on behalf of Transitions Optical, Inc. in December 2017 2 Based on achieving the highest weighted composite score among main everyday photochromic lenses across measurements of key photochromic performance attributes weighted by their relative importance to consumers.

3 Valid from July 10 (or enrollment date, whichever is later) through December 31, 2019. Frame purchase required for both pairs. Qualifying Pair can be any Transitions with Crizal and must include Varilux X Series, Eyezen+ or any Essilor Single Vision lens only. Bonus Pair must be of equal or lesser value. Restrictions apply. See Full Terms and Conditions on EssilorPRO.com, MyEssilorLabs.com, PartnershipRewardsPortal.com, MyIDDLabs.com and/or Nassau247.com starting June 3, 2019.

4. ECPs registered on EssilorPRO.com can enroll there in lieu of enrollment on MyEssilorLabs.com and PartnershipRewardsPortal.com. © Unless indicated otherwise, all registered trademarks and trademarks are the property of Essilor International and/or its subsidiaries in the United States and in other countries. These products may be protected by one or more patents listed at www.essilorusa.com/patents.

ESSILOR OF AMERICA | essilorusa.com

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Views.

PATIENTS vs. CUSTOMERS

A JOHN SAILER VP, EDITORIAL

re the people who walk into your optical practice patients or customers?

What is your policy about how you refer to them? When I entered the optical business 14 years ago and started working as an editor for this magazine, VCPN had a strict policy of only referring to them as “patients.” If the word “customer” ever slipped through the editing process, it would always be changed to “patient” by those who made sure we adhered to the publication’s style.

These days, we use both “patient” and “customer,” depending on the context. The reason is because those who walk into your optical practice looking for a new pair of eyeglasses are both. That fact becomes clear from the comments from two of the contributors to this issue.

In the case of Zvi Pardes of EyeCarePro in his “Marketer’s Guide to Protective Lenses” (page 42), where he explains the best techniques for prescribing lenses to combat blue light exposure and digital eye strain, he uses the word “patients.”

“It’s important to break people out of their assumption that when it comes to glasses it’s the frames that matter,” he said in the article. “Don’t mince words.

Frames are merely fashionable housing for what matters: vision, quality of life and eye health.”

(Of course, he doesn’t negate the importance of the frames as well: “If you have an impressive lineup of frames, that’s great. Trust (or train) your optical staff to sell that.”)

Maximal patient care means making the best eye health recommendations possible.

Our “20 Questions with . . .” interview subject this month (page 46), Pierce Voorthuis of Georgetown Optician, has a different focus (no pun intended). When asked his take on whether they are patients or customers, he said, “We call them a little bit of both. It’s probably subconscious. In the end, we are a medically based business. So everyone you can see as a patient. But we think fashion first.” And that is clearly illustrated by the many unique independent frame lines he carries in the four optical shops his family operates in the Washington, DC, area.

From these two perspectives expressed in this one issue of

VCPN, it appears that the people walking into your optical practice looking for a new pair of eyeglasses are truly both patients and customers, so shouldn’t they be treated as both? As Pardes says in his Marketer’s Guide article, “The eye doctor doesn’t want to come off as ‘sales-y’ but rather wants to ‘focus on patient care.’ This is a mistake that is probably harming your practice.

Maximal patient care means making the best eye health recommendations possible.”

Although Voorthuis thinks fashion first, each of his four locations has an optometrist on staff, and from his perspective, “In the exam room it’s important to have a digital phoropter and exam lane because it is impressive when a client walks in.”

Clearly, they are both patients and customers, so they should be treated as such—customers should be approached with the same bedside manner and focus on healthcare reserved for patients, while patients should be welcomed with the same friendly attitude typically bestowed upon customers.

As shown by just these two examples, even those who slant toward one perspective (either patient or customer first) understand the need to balance with the other. n

Email me at JSailer@FVMG.com 6 | VC P N J U LY 2 019

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Think About Your Eyes.

Battling SCREEN TIME

COURTESY OF ZEISS

As an optometrist, I hear patients mention a variety of symptoms that all lead back to one culprit: screen time.

By Charles Shidlofsky, OD, FCOVD

P

atients are glued to screens throughout much of the day—from computers to smartphones—they’re often seen as an extension of ourselves. As an optometrist, I hear patients mention a variety of symptoms that all lead back to one culprit: screen time. Patients think eye strain and tired eyes when using a computer or screen are the only symptoms related to digital eye strain.

However, less obvious symptoms can point to digital eye strain as well—headaches, dry eye, dizziness, and neck and shoulder pain.

This problem isn’t going away. There are now more cell phone subscriptions than there are people in the world. To mitigate these symptoms, I start by recommending frequent breaks from the computer screen.

For children, I ask parents to set a timer to take a break from their device and rest their eyes every 20 minutes. For adults, many have used the concept of 20/20/20—after 20 minutes on a device look 20 feet away for 20 seconds. Some studies show this can increase employee productivity.

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In addition to breaks from devices, I recommend other treatment options to patients. The newest kid on the block is contoured prism.

This unique lens has been outstanding on limiting digital eye strain, particularly the headache symptoms. For children through pre-presbyopia, I also utilize anti-fatigue lenses. These lenses have additional magnification through the lower portion of the lens thereby relaxing focusing and decreasing fatigue. While they are considered single vision lenses, they will have an add affect from about 0.55D to 1.20D depending on the lens chosen. For contact lens wearers, low add bifocal contact lenses can be a major benefit to decrease eye strain.

Digital eye strain prevention starts at a young age. I see patients as young as oneyear-old who are using screens regularly.

Parents need to model healthy screen habits for their children as they will learn by example. Children are specially at risk from early exposure to screens—long-term risks include accommodative dysfunctions, higher risk of myopia, dry eye (yes, many children have dry eye complaints), poor blinking habits and convergence insufficiencies.

Annual eye exams are an ideal time to discuss screen habits with patients and the effects of digital eye strain that they may not be aware of. We only see some patients when they need new contact lenses or notice a vision issue—this is why campaigns such as Think About Your Eyes is so vital to our patients’ health—reinforcing the message of an annual eye exam through a nationwide marketing campaign to really impact patient behavior. Screen time isn’t going anywhere, so as optometrists we must advocate for our patients’ eye health as we learn the longterm risks of device exposure. n Charles Shidlofsky, OD, FCOVD, is vice president of the International Sports Vision Association, a member of the Texas Optometric Association and among the 22,000 doctors listed on the Think About Your Eyes online locator. Think About Your Eyes is a nationwide public awareness initiative promoting the importance of an annual eye exam and overall vision health. First Vision Media Group supports Think About Your Eyes as a media partner.

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Insider.

LAUNCHES, PROMOTIONS, MERCHANDISING, EVENTS AND OTHER THINGS TO KEEP YOU IN THE KNOW. FREE FASHIONABLE FRAMES Etnia Barcelona has partnered with Denver Broncos linebacker Von Miller and his charitable foundation to become the exclusive provider of fashionable frames for Von’s Vision Centers, which allow in-need students to receive vision care on an ongoing basis without the burden of transportation. These customized optical center kiosks on wheels are located at select Boys & Girls Club facilities in Metro Denver and Texas A&M University. Volunteer medical providers, provided through Hero Practice Services use portable equipment to conduct onsite eye exams, and the children and young adults “shop” for fashionable eyewear provided by the Etnia Barcelona Foundation.

800.553.8642 EtniaBarcelona.com

BUY ONE, GIVE ONE

SILVER ANNIVERSARY

Eyeglass World has launched “Made Locally, Given Globally” to donate a pair of glasses made in-store for every pair sold at more than 100 retail locations nationwide. The National Vision Holdings, Inc. (NASDAQ: EYE) brand will finish each pair of glasses at an in-store lab to give to someone with vision impairment around the world. During the pilot, more than 11,000 pairs of eyeglasses will be distributed in partnership with organizations including RestoringVision.

The Accessories Council marked its 25th anniversary with the presentation of its annual ACE Awards at Cipriani 42nd Street in New York City. Among the honorees were Kering Eyewear (Business Visionary Award), Columbia Sportswear (Legacy Award) and Steve Madden (Visionary Award). Special thanks were given to sponsors Marchon Eyewear (Gold Event Sponsor), specifically CEO Nicola Zotta and board members Thomas Burkhardt and Mark Ginsburg from the VSP team and Luxottica (Silver Event Sponsor) for its leadership position at ACE. Marchon’s co-founder Al Berg (left) was also honored in memoriam.

EyeglassWorld.com/GiveBack

AccessoriesCouncil.org 212.947.1135

ABB CARES ABOUT EYECARE

PRIX D’EXCELLENCE

The Sixth Annual ABB Cares program will award one ABB Cares Platinum Grant of $5,000, two Gold Grants of $2,500 each and four Silver Grants of $1,000 to charities nominated by professionals in the eyecare industry, including optometrists, opticians and office staff. Grant recipients must be a 501(c)(3) organization and in the U.S. within 30 miles of the nominating practice’s primary location. Applications must be submitted online in English by Aug. 31.

French eyewear company Morel has received the “Award for Excellence” in this year’s Communicator Awards from the Academy of Interactive & Visual Arts for its 2018 B2B campaign, “See More, See Morel,” originally launched at Silmo 2018.

800.852.8089 ABBOptical.com/ABBCares.

800.526.8838 Morel-France.com

To stay informed subscribe to the VCPN INSIDER e-newsletter here: VisionCareProducts.com/VCPN-INSIDER 8 | VC P N J U LY 2 019

V I S I O N C A R E P RO D U C T N E WS . C O M

vision care

product news

Insider.

EYES ON THE ROAD Think About Your Eyes hits the road with Airstream this August by sending YouTube influencer family The Daily Bumps on a road trip through the Western U.S. To kick off their road trip, Mom Missy, Dad Bryan and kids Oliver and Finn will visit their optometrist for eye exams. Along their route they’ll meet with local optometrists for media opportunities. Throughout their trip and through the remainder of the year, the family will post regular content on Facebook, Instagram and YouTube, tying in messaging around the importance of healthy vision, UV protection, playing outside to prevent myopia and getting an annual eye exam. TAYE partners are encouraged to participate by providing protective eyewear and accessories to the family and sharing social media posts.

ThinkAboutYourEyes.com LOConnor@ThinkAboutYourEyes.com

BRONZE FOR PEARLE Pearle Vision won a Bronze Effie at the 50th annual North American Effie Awards Gala, which honor the most effective marketing efforts of the year. The national optical retailer was honored for its “Putting the Care Back in Eye Care” submission showcasing the brand’s comprehensive digital eco-system platform, part of Pearle’s overall “Small Moments” campaign. This is Pearle’s third Effie in four years.

Agency partners for this campaign included Energy BBDO and OMD. 800-PEARLE-1 PearleVision.com

HIRES + PROMOTIONS Giovanni Zoppas has left his responsibilities as CEO and general manager of Marcolin Group while remaining as director of the board to move onto the role of CEO and general manager of Thélios, the joint venture established by Marcolin and the LVMH Group.

Mondottica International has named Anthony Pessok chief commercial officer, Paul Sultan chief finance and operations officer, Allan Rasmussen chief product officer and Drew Oppermann president Americas. Pessok and Sultan come from Perry Ellis International, Rasmussen has been a consultant with the group for more than a year, and Opperman is an industry veteran with longstanding positions with Viva and Adlens

LICENSES + AGREEMENTS Safilo has reached an agreement to sell the U.S. retail chain Solstice to Fairway LLC, a U.S. limited liability company formed by a group of investors active in the U.S. and the European eyewear retail business.

The transaction is expected to be completed within the third quarter of 2019.

‘WATER TO BREATHE’ A new multi-year consumer brand campaign just launched by Costa uses the tagline, “For those who need water to breathe” and will run in the U.S., Canada, Australia and Central and South America.

The campaign tells the story of Costa through imagery of men and women made for the water, targeting those who want their eyewear to reflect this.

The campaign will run in a mix of traditional (print, broadcast and billboard) and digital channels (web, podcasts and social) as well as on innovative app platforms such as Waze, which will target the ad creative to consumers searching for water destinations.

800.447.3700 B2B.CostaDelMar.com

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CELEBRITY AMBASSADORS Two Safilo brands have named celebrity ambassadors. The new face of HUGO Eyewear, British singer/songwriter Liam Payne (above), former member of the boy band One Direction with 17.5 million+ followers on Instagram, has been named global ambassador for the brand. FENDI has selected actor, musician and model, Rob Raco (see page 17), its Men’s Eyewear Collection ambassador for the spring/summer 2019 and fall/ winter 2019-20 seasons.

Silhouette has ended its license to produce sports eyewear under the adidas brand and is launching its own premium sport eyewear brand.

Marcolin Group has renewed its licensing agreement for the design, manufacturing and worldwide distribution of sunglasses and eyeglasses for Harley-Davidson Motor Company through 2021.

800.631.1188 Safilo.com

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C O M PA C T, H I G H - V O L U M E E D G I N G S Y S T E M S W I T H E X T E N D E D V E R S AT I L I T Y

The PRO-E 600™ and PRO-E 700™ high-volume edgers are now complemented with the new PRO-B 300™ blocker to enhance efficiency.

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PRO-B 300 Blocker ▶ Ultra-accurate, ergonomic design ▶ Robust and fast operation ▶ Compatible with Essilor and Weco posiblocks ▶ Available with or without a tracer

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DETAILS The PRO-B 300 blocker, new from Essilor Instruments, offers an ultra-accurate, ergonomic design with robust and fast operation to enhance efficiency. The PRO-B 300 is compatible with both Essilor and Weco posiblocks and is available with or without an embedded heavy-duty tracer.

The PRO-E 600 edger delivers a wide range of finishing options with a high level of accuracy and aims to maximize efficiency and minimize turn time. Building on the design of PRO-E 600, the PRO-E 700 edger combines top-end precision and extended

versatility with robustness and speed.

Advanced features for the PRO-E 700 edger include M’eye Sign engraving, Half-Jacket wraps, Chemistrie clips, safety beveling, super chamfering and creative shapes.

BACK STORY Essilor Instruments has celebrated over 50 years of best-in-class R&D and manufacturing in lens finishing equipment. Eighteen months of field testing was conducted before the introductions. The PRO-B 300 blocker is the latest example to enlarge the range of solutions for the high-volume labs.

WOW FACTOR These edging systems are perfectly suited for jobs that require specialty edging and mountings. A lab manager said, “The versatility of the PRO-E 600 allows us to produce high volumes of work when needed and the ability to do specialized high wrap and difficult Rxs with ease. With the limited amount of daily maintenance needed, your staff can concentrate on producing the quality work your ECPs have come to expect.” The PRO-E 600 and PRO-E 700 edgers and PRO-B 300 blocker are smart investments that can allow all-volume labs to enhance productivity and increase sales.

Essilor Instruments USA 855.393.4647 EssilorInstrumentsUSA.com Info@EssilorInstrumentsUSA.com V I S I O N C A R E P RO D U C T N E WS . C O M

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Compliance.

PATIENTS

Underexposed USE ELECTRONIC MARKETING CAMPAIGNS TO BUILD YOUR DATABASE WHILE STILL ADHERING TO PRIVACY LAWS.

You need your patients’ express written permission to use or disclose their information for any marketing efforts.

By Kaia Carter

L

everaging your patient list for your marketing efforts is a great way to keep patients involved, interested and coming back to see you when it’s time for another eye exam, specialty service or a new pair of eyeglasses. But with today’s complicated privacy laws, how do you use text or email campaigns without accidentally crossing into illegal territory?

Understanding North American privacy laws can help you make the most of your patient list without causing legal trouble.

U.S. FEDERAL LAWS The Health Insurance Portability and Accountability Act was passed in 1994, and while it serves several purposes, one of them is to enforce some privacy standards relating to individually identifiable health information. Here’s what you need to know about the HIPAA Privacy Rule when building and using your patient database.

The Privacy Rule is meant to protect all “individually identifiable health information” that you might get from your patients. The way you get that information doesn’t matter. Whether you hear it verbally, read it in an email or your patient fills it out in an online form, that information is protected. Individually identifiable health information includes: • the patient’s name, address, birthday or social security number 12 | VC P N J U LY 2 019

• the patient’s past, present or future mental or physical health condition • any services or care you’ve provided to the patient in the past or are currently providing the patient • any other information that one might reasonably believe could be used to identify your patient PATIENT PERMISSION REQUIRED You need your patients’ express written permission to use or disclose their information for any marketing efforts. Your intended use or disclosure of the information needs to be clearly defined in plain language to make sure your patient understands what they’re agreeing to. Your patient also needs to have the opportunity to revoke their consent at any point While keeping your patient’s information in a database is fine, you will need their permission to add them to any sort of mailing list that sends out notifications about upcoming sales, campaigns, promotions and events.

Some common notifications aren’t considered marketing and therefore don’t require prior consent. Things that aren’t considered marketing include: • letting patients know about new medical equipment through general mailing or publication • reminding patients to refill their prescriptions

• reminding patients about upcoming appointments To understand the HIPAA Privacy Rule beyond what’s covered here in this focus on building a patient database for text and email marketing campaigns, you can read the rule in its entirety here: https://bit.ly/2qJHP3B. Also, while federal legislation is a good starting point, it’s important to remember that many U.S. states (as well as provinces and territories of Canada) have their own legislation dealing with privacy and the use of personal information, so see below for a link to access each state’s (and province’s and territory’s) own legislation. n For more information and to access links to each U.S. state’s (and each Canadian province’s and territory’s) own legislation dealing with privacy and the use of personal information, visit the Marketing4ECPs.com website here: https://bit.ly/2Zg3D8e. This article is only meant to serve as a guideline and does not replace or supersede the legislature it discusses. Please refer to the original laws to ensure you understand the full scope of each one, and contact legal counsel if you have any questions.

Kaia Carter is in-house content writer for 4ECPs, a digital marketing agency dedicated to the eyecare industry. Marketing4ECPs.com.

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PhilanthrOptic.

A SUPPORTER from the

start

PARTICIPATING IN WORLD SIGHT DAY SINCE THE BEGINNING, EYECARE ASSOCIATES OF LEWISTOWN HAS HELPED RAISE OVER $30,000 FOR OPTOMETRY GIVING SIGHT.

If every paraoptometric would give just five dollars a month, we could wipe out this devastatingly global problem.

By Barb Wohlk, CPOT, NCLEC

W

hen I was first approached about Optometry Giving Sight (OGS), I was serving as chair of the American Optometric Association Paraoptometric Section (AOA PS). I had never heard about it but was told by the section manager that a representative from OGS wanted to visit with the counsel while we were at our annual meeting. This is what started a 12-year relationship of me, my practice and OGS. I remember thinking about the sheer number of men, women and children (in the millions) who were blind because they had an uncorrected refractive error, which simply means, they didn’t have a pair of glasses. I understood the terms, but I was shocked to say the least. After hearing about the millions of people blind because they don’t have access to an eye exam and glasses, my paraoptometric group was asked to present this to all of paraoptometry via the AOA PS. Once again I was shocked that just five dollars would give one person access to an eye exam and a pair of glasses. I was asked to present this to all of paraoptmetry and ask each paraoptometric to donate five dollars per month. If you think

about it, there are usually three or four paraoptometric employees to one optometrist, so this number could be huge. If every paraoptometric would give just five dollars a month, we could wipe out this devastatingly global problem.

I was immediately interested and excited at the possibilities. I could help contribute significantly to this cause. When I returned to my practice, I was excited to present it to my doctors, but before I even had the chance, Dr. Hoch [Randall Hoch, OD] approached me and told me he wanted to be a part of World Sight Day. He felt that it was such a travesty that refractive error blindness was in the millions, and as an optometrist, the least he could do was help.

Our office staff and doctors have been on board since. We have participated in World Sight Day since its inception. Every year we set a goal and strive to reach it. We’ve held bake sales several different years, and we’ve had drawings for free merchandise donated by our vendors that patients who donate five dollars have a chance to win. If they donate more, they go into another drawing for a free pair of glasses or sunglasses. Our office also donates 100% of our exam proceeds on World Sight Day, so we make sure our books are full that day.

Our practice is in a small community, so we put an article provided by OGS in our

local newspaper promoting when we are participating in World Sight Day. We’ve had people who weren’t even patients of ours stop in and donate. To date our office and community have donated over $30,000.

I was also blessed to be asked to consult for OGS for the first couple of years. I would travel to optometric meetings and present OGS to paraoptometrics and doctors. I’d also set up booths at regional meetings in exhibit halls for the participants to come by for information. During those times, I found one of the biggest reasons people don’t want to give to non-profits, is that in many cases more than 50% of their contributions go toward “administrative fees.” OGS only uses 15% for this. The other thing I love about OGS is that not only does this organization help give to the less fortunate, it also builds facilities and teaches their own eyecare practitioners in place, which helps them be self sufficient. n Barb Wohlk, CPOT, NCLEC, is office manager of Eyecare Associates of Lewistown of Lewistown, MT. For more information about Optometry Giving Sight and how you can participate in the World Sight Day Challenge, a fall campaign focused on the second Thursday of every October, please go to GivingSight.org or call 303.526.0430. A collaboration between Optometry Giving Sight and Vision Care Product News, this article is one of a series leading up to World Sight Day 2019.

Optometry Giving Sight 888.OGS.GIVE GivingSight.org V I S I O N C A R E P RO D U C T N E WS . C O M

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New.

EYECARE PRIME NEXUS INTEGRATES WITH MAXIMEYES ECPs who use MaximEyes and Prime Nexus can now manage patient relationships, improve office efficiencies and access messaging solutions. MaximEyes patient Rx data, appointments, recalls and demographics automatically upload from MaximEyes to Prime Nexus via background exports at designated times. Prime Nexus, a cloud-based patient management system, allows practices to connect with patients by using integrated marketing and automation.

800.920.1940 First-Insight.com

STORESMART EXAM ROOM FLAGS ATTACH MAGNETICALLY Rigid magnetic exam room flags from StoreSMART attach to metal door frames to eliminate the need to screw flags into walls.

These 3-in. by 7-in. flags are made of clear, durable PVC vinyl, are easily removable and allow staff to visually survey the status of each exam room. Flags come with one magnet on their short side to attach to door frames.

800.424.1011 StoreSmart.com

OD LAUNCHES GROUP TO EMPOWER CORPORATE OPTOMETRISTS KOMONO ADDS EYEWEAR CORDS Three styles of eyewear cords (Alexis, Brooks and Hyper) are available in different colorways for fun mixing and matching. Made of high quality acrylic, cords are finished with adjustable rubber grips.

Formed by Maria Sampalis, OD, Corporate OD Alliance (CODA) is a nationwide group that aims to empower corporate ODs by partnering with other industry organizations to promote leadership, personal development and the image of corporate ODs within the industry. CODA also provides guidance on pertinent issues such contract renewals, sublease negotiations, best practices and exit strategies.

CorporateODs.com

Komono.com

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V I S I O N C A R E P RO D U C T N E WS . C O M

The Top 7

MEN’S EYEWEAR TRENDS

VCPN SURVEYED ECPS, WHO TOLD US THAT THE MOST POPULAR FRAMES FOR MEN ARE—ROUND, METAL, BOLD, RECTANGULAR, THIN AND LIGHT, AVIATOR AND SPORTY—AND THE MANUFACTURERS SHARED THESE STYLES.

JOHN VARVATOS V536/V531

COSTA PCR210 269

ICBERLIN BURAN

WESTGROUPE KLIIK 647

ROUND “The round style carries a lot of differing opinions in our industry. Love it or hate it, these styles have outlasted all others.

Round styles have been around since the 13th century, showing us that great style is truly timeless. Since many manufacturers offer a variety of round styles, incorporating them into your dispensary is simple and will add interest to your boards. Men who want something that will set them apart, while still retaining a natural aesthetic, will find the round style ideal. Men who want something artistic can utilize the many fun colors, flat metal overlays and textures of the art brands. Round eyewear has carried a connotation in art scenes for decades (think Warhol in his Cazals). For the classic gentleman, simple golds and silvers with antique details make for a vintage aesthetic. John Lennon is a great example of a classic vintage look. Minimalist lovers rejoice: ultra thin profiles also celebrate round shapes. Perhaps no man wore this look better than Steve Jobs. Because the human skull’s eye sockets are naturally round, this versatile shape is a perfect complement to our features. Making sure the frame’s dimensions match the wearer’s dimensions is key. Proper sizing consists of bridge fit, optical center balance and overall width of the temple treatments. When the right styling applications are applied, any man can rock a round shape. If the golden rules of styling aren’t applied, that is when we see awkward results with a round frame.”

V I S I O N C A R E P RO D U C T N E WS . C O M

Graham Haak, Private Label Rep, Arizona and Nevada J U LY 2 019 VC P N | 15

Men’s Trends.

WESTGROUPE EVATIK E-9189 / MODO PTU 4422 / IC BERLIN YI5HVW9O / TURA TITANFLEX 820780

CLASSIQUE CIE SEC326T

MYKITA BJAKE

BRILLENEYES 701142-84

METAL “Give men what they want. Men still want metal frames. Being the person in charge of what goes on their faces, it’s important to make sure that your male patients don’t end up with the ‘wire’ frames of the past. As always, show them the best. Men love features and technology. Show them the laser-cut surgical steel of an OVVO frame. Don’t forget to bend the temples all the way out, displaying the durability, despite not having any screws in the hinges. Rubber ear socks and nosepads are always a great talking point when it comes to men. Grab a semi-rimless style from Silhouette to teach them that even if they want their glasses to disappear, they get function, technology and style. Talk up this choice. Make sure that your gentlemen know what they’re getting, and why you support it. Don’t forget to give them all information about weight.

You can show off your skills as an optician with an amazing adjustment. A great number of these metal frames will have a sunglass match, larger, more wrapped and greater protection. It’s important to pull these when you’re searching for the perfect ophthalmic. Even if the patient hasn’t expressed a sun need, you know they need them, and you know they want metal. Impress them with what metal frames have to offer in clear and sun. When you have strong metal lines in your office, these will be your easiest patients of the day, celebrate it and give men what they want.”

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Dennis Heffley, Business Administrator/ Optical Manager, McCauley Celin Eyecare Associates, Pittsburgh, PA V I S I O N C A R E P RO D U C T N E WS . C O M

Men’s Trends

RANDOLPH PI008 / SAFILO MARC JACOBS 389 / SAFILO FENDI AND ROB RACO / ROKA OSLO 2

CLASSIQUE WMBL BL40010

MAUI JIM AH DANG!

KIRK AND KIRK CENTENA BERT

BOLD “Dapper looks are trending. Bold looks are combined with classic silhouettes and colors to create a sleek and professional look with attitude. Often it is a strong masculine shape in acetates. The silhouette combined with greater color texture (horn tone, havana) and rich tones in gray and blue (in addition to the classic black and tortoise). The classic panto shape in metal and metal/acetate combinations have returned for the retro ‘90s trend. The classic gold frame is leading the way, but also is silver, gunmetal and ruthenium. A bolder look is achieved when adding color such as a black rim on a gold frame or a tortoise rim on ruthenium. The classic ‘50s men’s combo/browbar frame has been reinvented and is trending. It can be worn as a bold statement or as a classic look. With new color combinations and shapes, this classic has been reinvented for a new era. Not just for sunglasses anymore, aviator/navigator shapes with a double bridge and larger shapes are a distinguished and fashion statement. You will find they are available in metals, acetates and a combination of the two, but the most popular continues to be the classic metal frame. Speaking of classic, the minimalist shapes of classic Americana eyewear continues to evolve and trend. In 2019, we are seeing men’s eyewear in the classic shapes but trending in translucent colors, thinner acetates and metal temples and trim, creating a modernized look for a timeless style.”

V I S I O N C A R E P RO D U C T N E WS . C O M

Jennifer Caraway, Director of Merchandising, Eye Style of America J U LY 2 019 VC P N | 17

Men’s Trends.

A&A FJCT3PNC / MODO MCA 6623/ OGI BON VIVANT LUCIEN 7478 / SERENGETI SPELLO 8799

VARI VR17 C48

KASPEREK BRYAN

NEW YORK EYE ESQUIRE 1580

RECTANGULAR “In our locations, comfort used to be the deciding factor when choosing a frame, but that is no longer the case.

Style has become equally as important as practicality. Right now, men are equally into plastic and metal frames.

Shape-wise, the rectangle is still in the lead, but round is right behind it. Aviators are also popular. Multiple pair purchases are more common now for men (where in the past they preferred one frame for everything).

They see the need for separate dress and sport looks. Men like to match frames to their profession. If they work in an office and wear a suit for work, they lean toward a frame that complements a dressier look. They usually won’t buy a sporty frame for general wear, they’ll choose a second pair for recreation. Color-wise, men are now going beyond the ‘safe’ black and brown. We’ve noted an uptick in navy blue and dark green purchases. Designers are introducing more hues for men, and men are buying. In the last two years or so, we’ve also seen a jump in clear frame purchases. More public figures and people in entertainment are now wearing glasses, statement frames instead of contacts, and men are emulating the trend. A decade or so ago, less was more in eyewear; now, more is more.”

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Aurora Susi, Optician/Lead Buyer, Metro Optics Group, The Bronx, NY V I S I O N C A R E P RO D U C T N E WS . C O M

Men’s Trends

KOMONO MAX / TURA GEOFREY BEENE G449 / A&A HRVYKLUG / WESTGROUPE KLIIK K-640

WESTGROUPE EVATIK E-9190 M203

KOMONO EDDIE

TURA TFM003

THIN + LIGHT “Men’s eyewear has taken a new look here in Williamsburg at Colonial Eye Care. The saying may be, ‘Out with the old; in with the new,’ but this year the old is new again. Men are seeking the bigger, classic styles and color of decades past, styles and colors that pop when put against different facial tones and shapes. We offer many thriving brands such as Silhouette, which offers titanium frames tailor made to whatever lens shape you can imagine. Ovvo Optics offers a new collection of diamond-like carbon frames that can even withstand the scratch of a stainless steel nail while still offering stylish bold colors. Evatik by WestGroup (see page 22) offers frames that meet the demand for classic shapes and colors, made for fit and function. Luxottica continues to offer timeless classics such as RayBan with the new Wayfarer style still strong. New colors have been added to give men the vast variety that used to be exclusive to women. The classics from the ‘50s are still loved today, such as the RB 3016 in G-15 lenses and the RB 3025 in new colors with polarized lenses that can now be made by Luxottica. Popular colors this year include pewter, brass and gold, which fit perfectly with the retro shapes that we have found throughout all of our designer collections. This season offers men of all demographics something to fit their personal sense of style while standing out among the crowd.”

V I S I O N C A R E P RO D U C T N E WS . C O M

Debby Bauer-Robertson, Optician, Colonial Eye Care, Williamsburg, VA J U LY 2 019 VC P N | 19

Men’s Trends.

RANDOLPH AF088 / IC BERLIN RRBOGLV / SAFILO CARRERA 1020S / KOMONO EDDIE

MYKITA 1509061-P-1

IC BERLIN FADEAWAY

RANDOLPH AF007B

AVIATOR “Men’s eyewear has evolved tremendously over the last decade. Men’s apparel is becoming more trendy as we become a more casual society where streetwear and our lifestyles play a major role. In general, we are moving in a direction that is less focused on big label brands and into a culture of wanting to support smaller independent labels that focus on creativity and have great company values. Aviators or double bars are not just for police officers. They represent the most classic style of men’s sunglasses for that bold look that radiates confidence.

Aviators are making the list this year due to the drastic change in metal/plastic combinations that are hitting the optical store shelves. Pairing plastic and metal together allows for the fusion of color into eyewear. A strong plastic front with thin temples creates a masculine contrast for the face. As technology becomes more advanced, some of the apparel we wear is becoming more simple. We’re getting back to the basics. Sleek thin titanium frames with titanium nosepads make for the perfect pair of eyewear to complement a day in the office or a night out with friends. The chunky thick plastic eyewear trends are well in the past. Skinny jeans have been hot for a number of years—here come skinny frames.”

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Perry Brill, Optician, Brill Eye Center, Mission, KS V I S I O N C A R E P RO D U C T N E WS . C O M

Men’s Trends

L’AMY SOUTHPORT02 /COSTA OCEAN RIDGE / SAFILO LONGFIN /SERENGETI CARD13 3687

IMAGEWEAR CALLAWAY HARTWELL

ROKA GP-1X

MARCHON NIKE VISION 7929-002

SPORTY Strong! Tough! Durable! And now, fashionable? Fashionable was never a word commonly associated with sporty eyewear years ago. Frames were thick, heavy, and limited in colors and designs. More and more sports-oriented sunglass companies have crossed over to producing fashionable ophthalmics. “I don’t like that it has color.” “I only want black or dark brown.” “I’ve never heard of [insert fashion designer here].” “I’m hard on my glasses, but I’ve had Nike sneakers last me like 10 years.” This is certainly common dialogue I’ve had with most men when fitting them for eyewear. Anyone will support brands they know and trust. It only makes sense that sportswear will wiggle its way into dress eyewear. Today, brands such as Nike, Wiley X, Champion and Oakley have been changing up their game and playing side by side in the industry and taking advantage of the endless array of color palettes and newer durable frame materials available. Sporty frames are not only incorporating sleeker designs and a wider variety of colors, but they also now include 180-degree or Tri-Flex (page 24) temples, carbon fiber temples and beta titanium. A frame well received by men at my dispensary is the Oakley Holbrook in all colors. Complementing prescription lenses with a photochromic product is better received as it gives them a sunglass option for indoor/outdoor use.

Whether for the rugged guy, the active guy or the conservative guy, sporty frames are not just for casual wear anymore.

V I S I O N C A R E P RO D U C T N E WS . C O M

Marisol Rodriguez, LDO, ABOC, Optician, Oceanside, NY J U LY 2 019 VC P N | 21

comfortable WESTGROUPE’S PREMIUM MEN’S EYEWEAR BRAND, EVATIK CELEBRATES TEN YEARS WITH A BRANDING OVERHAUL AND A CAMPAIGN THAT SHOWCASES TODAY’S MODERN MAN.

360º.

E-9185

E-9187

A decade since being established in 2009, EVATIK from WestGroupe celebrates the independent thinker, the man who enjoys contemporary styling, who is fashionable and appreciates refined luxuries.

Striking a balance between comfort and luxury, its minimalist and architectural designs combine materials such as handmade acetate, high grade stainless steel and Japanese titanium. The collection is further defined by deep, rich, masculine colors and custom design elements.

“Throughout the design phase, the focus is always on ensuring ultimate fit and comfort while at the same time incorporating design details that will resonate with the discerning EVATIK customer,” Beverly Suliteanu, vice president of product development, told VCPN. “High quality materials such as Japanese titanium, surgical stainless steel, carbon fiber and ultra thin handmade acetate are essential in creating lightweight, luxurious designs. Detailing is always subtle in order to ensure a modern, sophisticated design that will appeal to consumers across varied geographical markets.”

In honor of “A Decade of EVATIK,” the logo has been updated to align with the architectural aesthetics of the product and the subtle aspects of the brand. Now, “est. 2009” will appear with the EVATIK logo, and a new eyeglass emblem will be used both individually as well as in conjunction with the EVATIK logo.

Suliteanu explained: “The brand’s DNA has not changed, however, this year marks A Decade of EVATIK, and to celebrate we rebranded with a new logo, introduced an eyeglass emblem and updated the imagery to reflect today’s modern man.” n

Detailing is always subtle in order to ensure a modern, sophisticated design that will appeal to consumers across varied geographical markets.

— Beverly Suliteanu, VP, Product Development, WestGroupe

WestGroupe 855.455.0042 WestGroupe.com Info@WestGroupe.com

V I S I O N C A R E P RO D U C T N E WS . C O M

J U LY 2 019 VC P N | 23

New. Special Collections

CLEARVISION REVO Released to coincide with celebrations surrounding the 50th anniversary of Apollo 12’s mission to the Moon, the limited edition (only 500 were produced) Moonwalker Zero G is an aviator-style frame constructed of lightweight titanium with a two-tone chrome finish and dualcolored handmade acetate temples featuring shatterproof Serilium+ lenses. Moonwalker Zero G comes in a commemorative box with a reprint of the archival 1988 Revo ad featuring astronaut Pete Conrad, the company’s first brand ambassador.

888.940.REVO Revo.com 800.645.3733 CVOptical.com

MOONWALKER ZERO G

L’AMY AMERICA CHAMPION TRI-FLEX COLLECTION

CUTrip

Composed of five ophthalmics and four suns for adults and four ophthalmics for teens, Champion Tri-Flex comes with a three-point, self-adjusting temple-tip system built into the frame for stability, secure grip and custom fit for sports and outdoor activities. Two adult models are offered in extended sizes.

800.243.6350

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LAmyAmerica.com

V I S I O N C A R E P RO D U C T N E WS . C O M

New.

A&A OPTICAL

IMAGEWEAR

XXL

CALLAWAY

ZYLOWARE EYEWEAR

ALTERNATIVE EYEWEAR

ALTAIR EYEWEAR

STYLE: GRETZKY

STYLE: DUNWOODY

VIA SPIGA

GRACE

STYLE: VS JORDANA

STYLE: G8072

JOE JOSEPH ABBOUD

This semi-rimless model is accented by a raised gold stud on the endpiece and acetate tortoise temple tips. Jordana comes in black, red and beige and includes snap-in nosepads and spring hinges for comfort.

Retro meets modern in three ophthalmics for women.

Shapes reminiscent of the 1970s and 1980s are given a contemporary feel with metal construction in hues such as shiny gold, purple and gunmetal with pops of teal, pink and purple added to the frame fronts.

800.765.3700 Zyloware.com

888.399.7742 AlternativeEyes.com

Federer and Gretzky models both come with sun clips for a convenient two-in-one eyewear option and have wider and longer bridges for those who need a roomier fit. Both styles combine an acetate front with Ultem temples and metal accents.

Four models—Addington, Dunwoody, Hartwell and Sutter—are each available in two colors, including transparent blue, black and gunmetal.

Frames include carbon fiber temple sleeves or tips. Three styles are square-shaped in acetate, while the semi-rimless Hartwell model features a sporty nosebridge.

800.492.4465 AAOpticalCo.com

800.414.7656 ImageWear.com

V I S I O N C A R E P RO D U C T N E WS . C O M

STYLE: JOE4071

Four men’s ophthalmics are constructed of HDCA material and lightweight stainless steel and include masculine details with matte finishes and textures combining sporty, color-blocked temple designs.

800.505.5557 AltairEyewear.com

J U LY 2 019 VC P N | 25

New. Special Collections MARCHON SALVATORE FERRAGAMO Four ophthalmics and four suns comprise this men’s vintage-inspired capsule collection. Frame shapes range from classic aviator and navigator to rectangle and geometric panto. All styles feature the design house’s logo and “Gancini” on the hinges. The SF2183 ophthalmic incorporates a metal double bridge with a thick profile and thin temple in black with silver or light gold finishes.

800.645.1300 Marchon.com

SF2183

MOREL EYEWEAR

40072N

NOMAD Two full-rim, rectangle-shaped ophthalmic models in Nomad’s Africa concept for men come in dark gray, brown, blue and black. Stainless steel frame fronts and temples are finished with acetate endpieces. High definition digital printing is used to incorporate ethnic patterns inside the temples.

800.526.8838 Morel-France.com

26 | VC P N J U LY 2 019

V I S I O N C A R E P RO D U C T N E WS . C O M

New.

OGI EYEWEAR

ORGREEN

MARCOLIN

CHARMANT

SAFILO

OGI KIDS

ACETATE MINIMAL VINTAGE

SKECHERS KIDS

LINE ART

STYLE: SE1161

STYLE: XL2142 Vivace

JUICY COUTURE TEEN EYEWEAR

One model for women (Rebeka) and two for men (Kim and Brian) are constructed of acetate and offered in both mono colors and combinations. Brian’s rectangle shape features a flat top line and is also available in gradient colors such as gradient blue sand gray.

Three models for girls and three for boys include details such as triple-color stripes, florals and polka dots and come in shapes such as rectangle and round. Model SE1161 incorporates rubberized temples on an acetate frame for a sporty look.

Four styles include a fine, decorative inset inserted between two strands of Excellence Titanium material to create an ornate temple design. Model XL2142 Vivace is a pressure-mounted frame that features a flexible, lightweight composition and comes in tones of blue, purple and gold plate.

844.796.4623 OrgreenOptics.com

800.345.8482 Marcolin.com

800.645.2121 Charmant.com

STYLE: OK349

A sun clip is available for this butterfly-shaped ophthalmic model featuring a saddle bridge and OBE Flex Uno spring hinges. Dual-pressed acetate creates a high contrast along the frame face and temple and comes in four colors: blueberry, raspberry, aquamarine and powder blue. 8 88.560.1060 OgiEyewear.com

STYLE: Brian

V I S I O N C A R E P RO D U C T N E WS . C O M

STYLE: JU 302

Four ophthalmics feature bold colors and fun prints.

JU 302 is a square-shaped acetate frame available in four colorways: cherry pattern with blue temple; black with a black/gray pattern, brown havana with gingham and opal purple with a leopardpatterned temple.

800.631.1188 Safilo.com

J U LY 2 019 VC P N | 27

New.

CLASSIQUE EYEWEAR

ESE INTERNATIONAL

LISA LOEB EYEWEAR

DIVA TREND

STYLE: Clarinet

STYLE: 8123

Multicolored tortoise and semi-translucent acetate are featured in three women’s ophthalmic models. Lightening has translucent accent colors, while Opiate Eyes combines a flat metal font with marbled acetate. Clarinet’s translucent temples are sprinkled with petal-like designs.

Utilizing a form of 3D printing to obtain color shading and temple details, model 8123 incorporates artwork by designer Antonio Coffen that is electronically transferred onto a plastic material and heated and melded into the acetate temple.

Two butterfly-shaped ophthalmic models incorporate patterned temples that also feature the brand’s signature butterfly inside the temple tips. Style CL 1044 has crystal-dotted temples and CL 1076 is bold and oversized with floral-patterned temples in cobalt blue and purple.

866.604.5700 Classique-Eyewear.com

800.645.3710 ESEEyewear.com

866.666.3662 MondotticaUSA.com

28 | VC P N J U LY 2 019

MONDOTTICA CHRISTIAN LACROIX

KENMARK EYEWEAR

STYLE: CL 1076

VERA WANG

WESTGROUPE KLIIK DENMARK STYLE: K650

STYLE: V547

Five ophthalmic models constructed of full metal or full acetate and one semi-rimless metal/acetate combination come in shapes such as square, butterfly and round.

Feminine colorways including apricot, chiffon, mint and lilac and classic hues such as tortoise, black and bordeaux.

Handmade gradient acetate changes from solid to translucent for a distinctive look on this modified rectangleshaped model. Temple tips and edges feature a carved wave design offered in tones of teal, coffee, purple and cranberry.

800.627.2898 KenmarkEyewear.com

855.455.0042 WestGroupe.com

V I S I O N C A R E P RO D U C T N E WS . C O M

DIGITAL EYE STRAIN + BLUE LIGHT

Marketer’s Guide to PROTECTIVE

LENSES P42

Lens Solutions to FILTER BLUE

LIGHT P40

ABO TECHNICAL LEVEL II CE COURSE P32

+ VISION

A Continuing Education Supplement to VCPN, July 2019. Approved for one ABO credit hour of continuing education, Technical Level II. Image vision care

product news

Modern Challenges to THE EYE

courtesy of ClearVision Optical

Introducing

Learn more at

TransitionsPRO.com/GEN8

New frontier of performance

Transitions and Transitions Signature are registered trademarks and the Transitions logo is a trademark of Transitions Optical, Inc., used under license by Transitions Optical Ltd. GEN 8 is a trademark of Transitions Optical Limited. ©2019 Transitions Optical Limited.

Photochromic performance is influenced by temperature, UV exposure and lens material.

Frames by Caroline Abram Paris® - Lenses Transitions® Grey

New technology

ABO TECHNICAL LEVEL II

Addressing Modern Challenges to the

APPROVAL: ABO APPROVED FOR 1 HOUR, TECHNICAL LEVEL II ONLINE COURSE: STWFVM004-2 ISSUE DATE: JUNE 19, 2022

APPROVAL: This course has been approved for one hour of Technical Level II continuing education credit by the American Board of Opticianry. NOTE: This course is only available with online testing. Please see instructions at the end.

COURSE DESCRIPTION: Challenges abound with regard to our eyes and vision in the modern world. Our eyes can be exposed to ocular dangers in various outdoor environments to indoor vision stresses caused by intense use of various digital devices. This article will survey various problems caused by blue light, digital eye strain and the outdoor environment and provide solutions the ECP can use to achieve the best outcome in correction and ocular protection for their patients.

32

By Richard W. McCoy LDO, ABOC, NCLEC

A

The modern world presents numerous challenges to the eyes and vision. These challenges include environmental concerns in the natural world in addition to factors that are manmade. The light spectrum (ultraviolet, visible and infrared) covers a wide range from 100/200 nanometers (in a vacuum) to over 800 nanometers in the infrared range. The spectrum that eyecare professionals (ECPs) concern themselves with consists of the wavelengths between 380nm and 760nm and is commonly called the visible spectrum of light.

A modern concern for ECPs is high energy blue light, which resides in the

wavelengths slightly higher than 380nm to 460nm. Blue light is scattered in the atmosphere (known as Rayleigh scattering) and is responsible for the sky appearing blue. Blue light is a component of normal daylight comprising 25%-30% of the total wavelengths. This scattering of blue light can affect vision a number of ways, including depth and color perception.

Furthermore, blue light exposure not only affects patients in an outdoor environment but up close and personal with modern conveniences, electronic devices and lifestyle. This and the accompanying problem of digital eye strain represent real challenges to modern vision.

Blue light affects us in three ways: • daily vision and performance • health and general well being

JULY 2019 | DIGITAL EYE STRAIN + BLUE LIGHT | VCPN

COURTESY OF CLEARVISION OPTICAL

EYE +VISION

ABO TECHNICAL LEVEL II

• long-term vision loss (such as AMD) (source : www.ncbi.nlm.nih.gov/pubmed/16445433 www.ncbi.nlm.nih.gov/pubmed/18838601)

COURTESY OF PEARLEVISION

DIGITAL EYE STRAIN According to Business Insider magazine (March 27, 2019), a number of factors affect the modern American worker’s visual well being. As early as the 1960s, the change began when designer Robert Propst introduced the cubicle as a functional workplace. This was the beginning of work being up close and personal, causing stress on the eyes by way of the ciliary body. With the invention of smartphones, tablets and computers, near vision issues are compounded not only by the length of time spent on devices but the devices themselves, which emit blue light. The American population looks at cell phones 12 billion times per day, and 60% of Americans spend more than five hours a day on various digital devices. Prolonged use of these devices overworks the eye’s refractive system, stressing the ciliary muscle and causing digital eye fatigue.

In addition, Americans are no longer separated from the workplace. Of the working population, 77% of Americans work more than 40 hours per week, with the average full-time worker putting in a 47hour week. According to the International Labor Organization, the average American worker puts in 260 hours more per year than their British counterpart and 499 more hours per year than a comparable French worker.

Digital devices are manmade challenges to modern vision exacerbated by long hours of continuous use that is either work related or personal. More than half of American adults suffer adverse effects from overexposure to the screens of various devices. These effects are collectively identified as digital eye strain according to The Vision Council.

Information revealed by a VisionWatch survey shows close to 49% of American adults don’t know what digital eye strain is, and furthermore, nearly 35% aren’t concerned about the effects on their eyes.

The VisionWatch survey further highlights that Americans spend more time looking at a montage of different devices and screens.

More than 80% of adults use digital devices for over two hours per day, and nearly 67% use two or more devices simultaneously. In addition, close to 55% report looking at a screen the first hour after waking, and 80% say they use digital devices in the hour just before sleep. When asked, approximately six out of 10 reported symptoms that can be attributed to digital eye strain. These symptoms include but are not limited to: • neck/shoulder pain (35%) • headaches (27.7%) • eye strain (32.4%) • blurred vision (27.9%) • dry eyes (27.2%)

COURTESY OF THE VISION COUNCIL

IMPORTANT NOTE • Neck/shoulder pain can further be aggravated by the workplace itself—improperly positioned monitors, chairs that have poor ergonomic design or cannot be adjusted to fit the operator, keyboards that cannot be positioned effectively contributing to carpal tunnel syndrome and other repetitive motion injuries. In addition, poorly positioned computer terminals coupled with poor light sources in an office can result in discomfort glare for the operator, requiring excessive movement to be able to see a computer screen or series VCPN | DIGITAL EYE STRAIN + BLUE LIGHT | JULY 2019

33

BLUE LIGHT CONCERNS The key factor with digital devices and the internal environment is blue light.

34

Although blue light has always existed in the natural world, it now touches every aspect of our internal environment and lifestyle. This is due primarily to the advent of LEDs (light emitting diodes). This component has been embraced by the electronics industry as a light source for a multitude of electronic devices due to the fact it emits light, is cool running and does not require excessive power to operate. Examples include laptops, desktop computers and cell phones. Cell phones in particular undergo intense use due to the multitude of tasks they can perform whether for business or pleasure.

In addition, due to their energy efficiency and cool operation, LEDs are fast replacing conventional incandescent light sources in homes and the workplace. A major concern for ECPs about an LED source is a strong blue light emitter. When looking at the visual spectrum, LEDs and digital electronic devices peak at 455nm wavelengths. Of concern is the fact that blue light at 440-500nm disrupts melatonin production, which directly affects an individual’s sleep cycle.

Disruption or poor quality sleep cascades into a wide range of negative consequences. According to a National Safety Council study, 30% of adults have a decrease in cognitive performance. Over 20% of fatal auto accidents are attributed to drowsy driving, and over 10% of workplace injuries are attributed to sleep loss.

Blue light is exacerbated by strong sunlight in an outdoor environment. Blue light intensity in the outdoors is 100 to 500 times that of everyday digital devices.

It is believed that macular cellular damage and cell death occur between 400nm and 435nm as a direct result of strong sunlight. Sunglass manufacturers have realized blue light filtration as an important protective filter and have been including it in many of their lens products.

In addition, blue filtration gives the wearer superior vision over conventional sunglasses. Depth perception is increased, and colors are much more vivid and true. Of importance to ECPs, the prescribing of a blue light lens/filter not only represents a choice for quality vision for the patient, it takes on an important medical aspect as well. These points are summarized as follows: BEST PATIENTS • children under 18 yrs., eyes are not fully developed • post cataract and LASIK patients • high risk and current macular degeneration patients. (ECPs also prescribe lenses that block UV in addition to blue light to help slow the progression of retinitis pigmentosa.)

• contact lens wearers • anyone who works in a strong sun environment or individuals who enjoy prolonged recreational activities outdoors ULTRAVIOLET LIGHT Another important factor of light that resides in the outdoor environment is ultraviolet radiation (UV). Wavelengths of light shorter than 400nm are designated as UV radiation. These wavelengths can be

JULY 2019 | DIGITAL EYE STRAIN + BLUE LIGHT | VCPN

COURTESY OF THE VISION COUNCIL

ABO TECHNICAL LEVEL II

of screens properly. When the operator has to look back and forth between different illuminations, visual comfort is lost even though object resolution is maintained.

• Dry eyes are shared by computer users and scuba divers alike. Individuals have a tendency to blink less when doing these two activities. For the computer operator, this condition can be further compounded if they wear contact lenses and/or their work area is located near office air conditioning vents.

Children in this modern era have aggressively embraced all forms of today’s electronic devices and have suffered from a variety of issues as a result.

The Vision Council reports that parents indicate that 23.1% of children play on a digital device as a favorite pastime with more than 70% of adults saying their children are exposed to two or more hours of screen time per day. An alarming 25% of parents report that they are not concerned about the impact of digital devices and user time on their child’s eyes. Children are of special concern as the juvenile crystalline lens absorbs less shorter wavelength light than an adult lens, thereby allowing more blue light to pass to the retina. With regard to quality sleep, limitation of electronic devices before bedtime has proven to be an effective method for increasing quality sleep in children. (source: American Optometric Association) Many of the issues adults face with digital devices also affect children and exacerbate other issues. These include but are not limited to: • headaches (8.8%) • neck/shoulder pain (5%) • eye strain, dry or irritated eyes (9.1%) • reduced attention span (15.2%) • poor behavior (13.3%) • irritability (13.5%) The last three bullet points show a direct correlation of behavior due to poor quality rest.

• Grass reflects up to 3% of UV intensity.

Just as blue light is dangerous for children’s eyes, UV exposure is even more so.

Unlike an adult cornea, a juvenile crystalline lens cannot effectively filter UV wavelengths. In addition, intense UV exposure is cumulative, which can result in ocular pathology for the child later in life. According to The Vision Council, only 5% of American adults report their children “always” wear sunglasses. Furthermore, 12.6% report using nothing to protect their children’s eyes. This should serve as a wake-up call for ECPs to educate adults and children about the importance of quality sunglasses that give proper filtration protection.

Although sunwear is fashionable, its main function is “ophthalmic body armor” with quality lenses. Without sunglass protection, even short-term eye problems can result. These include: • bloodshot eyes • swollen eyes • hypersensitivity to light • photokeratitis or sunburn of the eye that can cause vision loss for up to 48 hours (source: The Vision Council)

VCPN | DIGITAL EYE STRAIN + BLUE LIGHT | JULY 2019

ABO TECHNICAL LEVEL II

COURTESY OF ZEISS

further broken down and subdivided into categories. These categories represent the critical danger to the eye and surrounding tissues. Where blue light can pass through and cause tissue damage to the retina, UV light is absorbed by the components of the eye itself, the cornea, the humors, aqueous and vitreous, and the crystalline lens. The eye can suffer damage from UV light, with intense short-term exposure or lower exposure over a prolonged period of time resulting in cataracts and/or age-related macular degeneration. The categories of UV are as follows: • UVA 315nm-380nm • UVB 290nm-315nm • UVC 200nm-290nm • UV vacuum 100nm-200nm UVA is a long wavelength of ultraviolet, is the least harmful and causes tanning of the skin.

Stronger UVB radiation with significant exposure can cause cataract formation, photokeratitis and retinal issues. Potentially lethal, UVC is fortunately filtered by the ozone in the earth’s atmosphere. With changes in the environment, the ozone layer does not give uniform filtration across the globe. Residents of Australia, for example, have serious concerns regarding UV exposure as a result of a thinner ozone layer in the atmosphere. The environment and time of day affects UV strength in sunlight. UV radiation is most intense during the hours of 2:00pm to 4:00pm with 60% of the day’s UV emissions occurring at that time. During this time, Americans spend 39.8% of their time outdoors. Furthermore, UV radiation increases as an individual moves closer to the equator and/or moves to higher elevations. The elements of the earth can equally contribute to ocular damage as direct UV exposure by reflection. It is important to note that reflected UV light off various surfaces in no way diminishes its strength. A short list comprises the reflective value of UV interacting with various terrains: • Water reflects up to 100% of UV intensity.

• Dry sand and concrete reflect up to 25% of UV intensity.

• Snow reflects up to 85% of UV intensity.

PROTECTIVE PRODUCTS A multitude of lens options are available to the ECP to protect their patients’ eyes from blue light dangers. Lenses include single vision in a variety of lens materials and optioned with blue light filters and complemented with anti-reflective coatings. In addition, for outdoor environments, blue light filters can accompany polarized lenses for maximum protection and clarity of vision. Depending on the manufacturer, the blue light filter is fabricated in-mass with respect to the lens. The advantage of that process is the protection factor will not degrade due to lens thickness or age. In addition to the obvious feature of darkening, various photochromic products protect against blue light whether the patient is using various electronic devices or is outside either at work or play.

Lens manufacturers have responded to digital eye strain issues with a montage of lenses designed to relieve accommodative stress. In single vision, these lenses provide an accommodative “boost” in the near area of the lens to give patients comfort in using their eyes at near for hours on end. Depending on the lens company, power boosts can range from +0.57D to +1.32D. The advantage of this type of lens over a conventional reader is a plano can be prescribed for distance in the case of an emmetrope.

These lenses are a viable choice for myopes from 18 to 40 years old who are experiencing the symptoms of digital eye fatigue. Furthermore, they act as a “bridge” for emerging presbyopes who have problems at near but are not ready to move into a progressive lens choice. Manufacturers provide the ECP with a choice of base curves to accommodate a range of Rx’s. In addition, lens materials include polycarbonate, CR-39 and high index 1.67. Add-ons are available including anti-reflective coatings.

Various photochromic products provide an excellent lens option for children as well as adults. Photochromic options are available in different formulations and will activate to a darkened state when 35

COURTESY OF THE VISION COUNCIL

ABO TECHNICAL LEVEL II exposed to UV. An additional advantage of the variable tint lens is it’s filtration of harmful blue light indoors and outdoors.

The ECP can select an option for a patient that has a filtration property of a minimum of 20% indoors to a maximum of 34%. In addition, the filtration option in an outdoor environment will block a minimum 85% to a maximum of 88%.

For low vision patients and those who suffer from severe glare issues, a series of lenses are available for the ECP to prescribe. These lenses are wavelength specific and have photochromic capabilities.

Depending on the wavelength selected, the patient can enjoy reading, television viewing and blocking glare from harsh fluorescent lighting. As an example, a lens that is selected with a filtration value of 511nm will give relief to patients with the following: • developing cataracts • aphakes and pseudophakes • macular degeneration • corneal dystrophy • optic atrophy (source: Corning) Another example is a glare control lens with a filtration value of 550nm. This variable tint lens aids patients with intense sensitivity to light, poor dark adaptation or retinitis pigmentosa. (source: Corning) Anti-reflective (AR) coatings are a strong lens option that will help a patient in a number of ways. In an office environment, a workstation or cubicle may not be positioned to take advantage of environmental or natural lighting. A front and backside AR coating can eliminate annoying reflections and allow higher light 36

transmission in low light environments.

In addition, the patient can receive visual benefits while driving at night as light transmission is increased and the star-like glare from illuminated objects such as streetlights and headlights are gone.

Instrumentation on today’s automobiles is much easier to see at night with the addition of an AR coating. Patients who enjoy numerous outdoor activities benefit from adding an AR coating option to their new sunglasses.

For maximum benefit in sunwear, a backside AR coating should be included to prevent harsh reflections when strong sunlight is emanating from behind the wearer. Antireflective coatings are an important viable complement to UV, blue light filters and sunglass lenses that are polarized.

Contact lenses continue to be a popular choice of correction with today’s fastpaced lifestyles. Recognizing the dangers of blue light and UV exposure, breakthrough technology has been introduced into contact lens design. The breakthrough comes in the form of light-adaptive photochromic technology. This feature in a contact lens helps a wearer’s eyes throughout the day in a variety of lighting conditions.

This variable photochromic option in a contact lens allows the lens to become dark in 45 seconds and fade to clear in 90 seconds. When the contact lens is exposed to UV and HEV the lens activates and 70% of visible light is blocked from the patient’s eyes.

Furthermore, 100% of dangerous UVB is blocked for the patient’s benefit. The ECP must caution the patient that a variable tint contact lens does not preclude the use of UV-absorbing eyewear. The

contact lens does not give any benefit of protection to delicate ocular structures surrounding the eye. In addition, the patient’s lifestyle with regard to outdoor activities, duration, geography and altitude have a bearing on the degree of ocular protection that is prescribed.

A further innovation in contact lens technology addresses the concern of digital eye fatigue, which manifests itself as dry tired eyes. A contact lens is available utilizing a new digital optical zone concept and fabrication technology. These two components of the contact lens design help reduce the stress on the ciliary muscle and help minimize the discomfort of dry eyes. This is another opportunity for ECPs to utilize technology as a practice builder and cater to their contact lens clientele who experience digital eye fatigue.

In addition to utilizing breakthrough technology with contact lenses to defeat digital eye fatigue, ECPs can use state-ofthe-art spectacle products to accomplish the same goals. Digital eye strain can be detected and addressed during the routine refraction by using duochrome or binocular balance testing to ensure the patient is not over corrected with too much minus power, then fogged to relax accommodation, then add low plus power to help the patient with near tasks. A one diopter flipper lens can also show and provide the needed relief the patient needs from performing countless hours of work using digital devices.

Taking care of this type of a patient is rewarding for the practice. In order to effectively capture this patient, good consultation in the beginning is essential to ensure a positive patient outcome. For

JULY 2019 | DIGITAL EYE STRAIN + BLUE LIGHT | VCPN

advanced products and achieve an effective patient outcome? A simple fact emerges, a patient doesn’t know what they don’t know. When shopping for eyewear the patient gravitates to the frame displays to pick out a fashionable choice.

Lenses are the second choice when they should be the first choice. The frame is the fashionable platform within which the prescribed correction is housed. A fresh approach is called for in regards to eyewear.

Patients many times have snippets of information with regards to UV or blue light protection. This is an opportunity for the ECP to have a meaningful discussion and provide education regarding various corrective options. Many doctors resist the notion of selling from the chair, relegating that to the support staff.

Another approach is to discuss the patient’s particular visual needs, disregarding brand names/products and what they can do for the patient. When the conversation is at a more medical/visual correction level, the patient views the eyewear and options as something that can improve their visual health and overall well being as opposed to a commodity item in which critical lens options are not taken seriously.

A sale will take place when the patient fully understands how important their visual well being will become as opposed to economizing away critical lens components and not achieving the best outcome for long-term eye health. Eye examinations that are performed and result in no change in the prescription should not be excluded from the education process. The existing glasses should be inspected for scratched lenses, and the frame should be examined

ABO TECHNICAL LEVEL II

new patients filling out the patient record form to give a baseline on information, additional questions should be asked with regard to estimated time on: • smartphones • computers, one or two screens • printed materials and text • special vision tasks (Give patients the opportunity to elaborate on their job functions, which may give clues to the ECP of other issues that need to be addressed.)

Further questions are more pointed toward digital eye fatigue symptoms such as tired eyes, headaches, dry eyes, neck and shoulder pain, and reduced concentration.

These questions should be asked to established patients as well due to the fact that these issues were not explored in the past or the patient has undergone lifestyle/occupational changes that require a review of their vision care options. The importance of the additional questionnaire or bank of questions on the patient record form is to draw out information that is overlooked or not discussed. According to The Vision Council, 90% of patients do not talk about digital device usage to their eyecare provider.

Computer eyewear is another important option in the ECP’s arsenal of eyewear options to satisfy patient needs. This eyewear is the occupational “task specific” choice of the 21st century and helps with many of the issues previously stated. In addition they are an effective second pair option for the veteran presbyope. They are complementary as they are designed with a much wider intermediate and near portion with a smaller concern for distance vision. They help the patient function well with vision tasks at a large desk in a workstation or multiple desks, monitors and other electronics.

Lens manufacturers give the ECP a wide choice of lens options in the form of focal distance of the lens and upgrades.

The lens can be designed where the wearer can see anything they can reach or up to 12 feet further. They are true occupational eyewear. Computer lenses are available in today’s popular materials and lens options such as filters for blue light and AR coatings (front and backside).

We live in a complex, fast-paced society in which our patients are faced with visual demands unheard of 15 years ago.

The ophthalmic retail market operates many times in a price-driven market. How can the ECP promote technologically

to see if it will be sufficient until the next examination. Finally, depending on the age of the present eyewear, the patient may be informed to change eyewear with the existing Rx so they can reap the benefits of upgrades in lens technology.

Staff should support the education the doctor provides the patient while in the exam room and reiterate the importance of the visual corrections, beginning with product and what it can do for the patient’s lifestyle both occupationally and recreationally. Once eyewear and contact lens options have been decided they should be reviewed and the price given.

The patient can then make an informed choice, or alternatives can be presented by the staff member.

Literature should be available for the patient to take home, read and discuss with family members. The literature should be stamped with the ECP’s information and contact phone number. For a personal touch, a staff member should include their name in case the patient has follow-up questions. Finally, a staff member should reach out within three days to further reiterate the importance of the discussion and corrective choices selected. n Richard W. McCoy LDO, ABOC, NCLEC, has been a licensed optician for 39 years and is licensed in Florida and Virginia. He has been an instructor for the Hillsborough Community College Opticianry program based in Tampa, FL, for 18 years. Furthermore, as an educator, he has lectured to various associations and meetings across the U.S. on a variety of ophthalmic topics.

This course is ONLY available for online testing.

TO TAKE THE TEST ONLINE: Go to VisionCareProducts.com/Education 1. Under the black log-in bar, log in (Note: Use the “register” link to register for online education, and record your user name and password for future access.)

2. Click on the course you would like to complete.

3. Review the course materials.

4. Take the test, and at the end of the course, after you submit your answers, your results will automatically appear on your screen!

5. All passing tests will automatically be submitted to ABO at the beginning of each month. You may print a copy of your certificate for your records.

VCPN | DIGITAL EYE STRAIN + BLUE LIGHT | JULY 2019

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BIOFINITY ENERGYS A CONTACT LENS FOR DIGITAL DEVICE USE

DETAILS Americans spend nearly 22 years of their life looking at screens.1 It’s no wonder digital eye fatigue has become so prevalent.

BACK STORY More than 50% of those aged 18 to 29 years admit to spending more than nine hours per day on digital devices, and more than 90% of adults admit to using digital devices for more than two hours per day2—and that’s all it takes for digital eye fatigue symptoms to kick in.

Spherical contact lens wearers can benefit from CooperVision Biofinity Energys, from new wearers to those who transition from other monthly or two-week replacement brands. More than 40% of prescriptions for CooperVision Biofinity Energys contact lenses are for new contact lens wearers, indicating that this innovative technology has quickly become a new fit lens of choice for U.S. eyecare professionals.3 In a national survey, only 6% of U.S. consumers reported speaking with an eyecare professional about digital device usage.

However, 64% of contact lens wearers reported they would be interested in exploring ways to help reduce eye strain.2

Patients want to have options, and now is your chance to educate your patients about digital eye fatigue as well as the benefits of Biofinity Energys.

WOW FACTOR Biofinity Energys are the first and only contact lenses designed to help with eye tiredness and dryness associated with digital eye fatigue.4 Digital Zone Optics lens design can help reduce ciliary muscle stress during digital device use and helps eye tiredness, while Aquaform Technology helps with eye dryness.5 Not only are eyecare professionals seeing

outstanding results; patients are also noticing the difference.

• 95% of wearers who switched from another contact lens said Biofinity Energys met or exceeded their expectations6 • 83% of wearers said that Biofinity Energys help their eyes feel less tired at the end of the day compared to their previous contact lenses6 • 85% of wearers agreed their eyes feel relaxed while using digital devices when wearing Biofinity Energys6 Prescribe Biofinity Energys to meet your patients’ digital lives. n

1. OnePoll study for CooperVision, June 2018 2. CVI data on file 2019. Online YouGov plc survey (conducted 2017). n=9343 adults in Australia, France, the U.S., Germany, the U.K., Japan and Spain. Data weighted representative of countries. 3. U.S. industry data on file, 2018 4. U.S. monthly single vision lens 5. Based on a statistically significant difference of the mean change of accommodative micro-fluctuations and when compared to Biofinity sphere after reading on an iPhone for 20 minutes. Orsborn G, Kajita M, Muraoka T, Vega J. Changes in accommodative micro-fluctuations after wearing contact lenses of different optical designs. Cont Lens Anterior Eye. 2018 Jun;41(1):S83. doi: https://doi. org/10.1016/j.clae.2018.04.009. 6. CVI data on file, 2018. Online survey Biofinity Energys CL wearers, USA. n=200

CooperVision, Inc. 800.341.2020 CooperVision.com V I S I O N C A R E P RO D U C T N E WS . C O M

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DIGITAL EYE STRAIN + BLUE LIGHT: LENS SOLUTIONS FOR MODERN VISION CHALLENGES

COURTESY OF CLEARVISION

Lens Solutions for MODERN VISION CHALLENGES Fortunately for today’s ECPs and their patients, there are many lenses available to filter blue light.

By Wendi Atchison, LDO, ABOC, NCLEC

T

he world we live in presents challenges to our eyes and vision every day. The visible spectrum of light between 380 and 760 nanometers contains wavelength components that can at a minimum create difficult vision situations but which can also eventually develop into long-term ocular health concerns. One of these components is blue light, which represents 25% to 30% of wavelengths that comprise normal daylight. The scattering of blue light in the outdoor environment poses critical issues with vision including but not limited to depth perception and color recognition.

Furthermore, blue light concerns are carried over into the indoor environment by way of LED lighting, which is replacing antiquated incandescent lighting and is emitted by multiple electronic devices used by adults and children of all ages. LED lighting and electronic devices such as laptops, desktop computers, smartphones and tablets are all constant sources of blue light. Fortunately, the eyecare professional has a number of lens products that can be chosen to combat these modern vision challenges.

DUAL PROTECTION A Transitions lens represents multiple benefits for the patient.

Financially, it is a good value by protecting the eye in multiple environments, indoors and outdoors with blue light filtration and the photochromic feature for harsh sunlight.

Examples of dual protective lenses are the Transitions Signature lens, which helps filter 20% of blue light indoors and 85% of harmful blue light outdoors. Transitions XTRActive provides an increased level of protection by helping filter 34% of blue light indoors in conjunction with a robust 88% to 95% in an outdoor environment. Finally, Transitions Vantage lenses help filter 34% indoors and over 85% outdoors.

ACUVUE OASYS with Transitions was named one of Time magazine’s Best Inventions of 2018 and gives the ECP/contact lens fitter another powerful tool to protect patients against hazardous 40

LED lighting and electronic devices such as laptops, desktop computers, smartphones and tablets are all constant sources of blue light. blue light. This light-adaptive technology helps the patients’ eyes throughout the day in changing light conditions. The lens will quickly become dark in 45 seconds and fade to clear in 90 seconds. When the contact lens is exposed to UV and HEV the lens activates and 70% of visible light is filtered from the patient’s eyes.

HYBRID PROTECTION In response to the dangers of blue light, Signet Armorlite has developed Color Guard Lens Technology to combat this ocular danger. This technology combines a unique pigmented lens material with a specially formulated anti-reflective lens coating that filters and deflects blue light and maintains color perception. This hybrid lens is marketed as the KODAK Total Blue Lens and is available in clear and polarized, four lens indices and all profiles such as single vision, progressives and a task-specific computer design.

Another lens material available to ECPs is Shamir Blue Zero. The clarity of this lens provides comfortable vision in various light conditions and still maintains crisp visual acuity. In addition, the lens provides excellent ocular protection by blocking UVA and UVB radiation.

The lens is a viable option for adults and children whether in Rx or plano. Due to their proprietary formula, Shamir Blue Zero High Index 1.67 and Shamir Blue Zero Trivex block up to 98% HEV in the 415nm to 435nm wavelengths. Shamir Blue Zero Polycarbonate blocks up to 50% of HEV blue light in the 415nm to 435nm wavelengths.

MEDICAL BENEFIT The first near clear ophthalmic lens with a proven medical benefit comes from BluTech. Due to the HEV filtration of the lens, it’s a JULY 2019 | DIGITAL EYE STRAIN + BLUE LIGHT | VCPN

BENEFICIAL WAVELENGTHS Blue light, while hazardous in certain scenarios, is essential in regulating certain body systems such as circadian rhythm. The dual nature of blue light has prompted ZEISS to create the DuraVision BlueProtect lens. In essence, the coating is “tuned” to deflect harmful wavelengths of blue light without interfering with the beneficial wavelengths that are critical for proper homeostasis.

DuraVision BlueProtect passes the majority of visible light above the 460nm wavelength while reducing the hazardous blue violet light under 440nm. By reducing blue light using selective reflection natural true color vision is maintained.

Longevity of the lens surface is critical in all lens designs. ZEISS’s DuraVision BlueProtect lens has a super slick top coating that is matched to a patented anti-static layer and AR stack. These stacks have been engineered for maximum integration and compatibility. The end result is a lens with maximum filtration properties coupled with a lens surface of robust hardness that is easy to clean and maintain.

EXTRA PROTECTION Other damage caused by high energy blue light in the 290nm to 460nm wavelength is skin cancer. Endorsed by the Skin Cancer Foundation as an effective UV filter for the eyes and surrounding skin, VISION EASE Clear Blue Filter Lenses help protect your eyes from the most damaging ultraviolet and high-energy blue light rays, while offering superior clarity and vision. A high-quality everyday lens, VISION EASE Clear Blue Filter Lenses block 100% of UV rays and filter three times more blue light than standard polycarbonate lenses. Filtering properties are not a coating but are built into the lens.

HOYA, a company with a long history in blue light filtration lenses, markets the Recharge EX3 AR lens. The lens blocks 30% of harmful blue light and has a stronger coating to resist scratches with a Bayer abrasion rating higher than glass. HOYA supports the independent practitioner and believes this lens product will help

DIGITAL EYE STRAIN + BLUE LIGHT: LENS SOLUTIONS FOR MODERN VISION CHALLENGES

natural choice for children under the age of 18 who spend countless hours using digital devices. Furthermore, it is an effective medical option for post cataract and LASIK patients who experience glare from bright lights. Finally, high risk and current macular degeneration patients will benefit from the most near clear protection available without color distortion. BluTech lenses are available in plano for contact lens patients. An important advantage of the BluTech lens is in its fabrication. The HEV filtration property is not a coating as the lenses are infused with Blue Light Plus, a proprietary combination of pigments and dyes that protect eyes the way nature does.

BluTech lenses are available in a wide range of lens choices including plano, single vision, FT 28s, progressive and polarized.

the ECP deliver technology and innovation to educate patients so they can differentiate their practices.

For ECPs who do their own in-house surfacing with Super Optical’s FastGrind system, the company offers BlueShield, a blue filter lens with an overall 90% light transparency.

Luzerne Optical markets the TheraBlue filter lens with a variety of indices of materials, including 1.67, 1.60, 1.56 and polycarbonate.

Lens profiles include single vision, progressives, and computer lenses in addition to outdoor sun lenses. It is also available in ST28 bifocal for indoors and outdoors.

TechShield Blue is a premium anti-reflective coating from VSP Optics that delivers targeted defense against blue light linked to digital eye strain (400-435nm). In addition to absorbing and reflecting blue light, this near-clear coating reduces glare, blocks UV and is resistant to everyday wear and tear from water, oils, scratches and smudges.

SunSync Light-Reactive lenses, a comprehensive photochromic portfolio from VSP Optics, filters blue light indoors and outdoors in both clear and dark states. SunSync lenses also deliver fast activation and fade-back times, 100% UV protection and a one-year satisfaction guarantee for VSP members in traditional, extra-active and ultra-fast lens options.

Gunnar Optiks markets the Clear lens, which blocks 35% of indoor blue light. The lens does not have an amber tint, making it a good choice for patients who prefer a clear lens.

A product born from joint research with the Vision Institute of Paris is the Crizal Prevencia from Essilor. It is a clear lens that selectively filters harmful blue violet light while allowing beneficial blue turquoise wavelengths to come through. Finally, the lens blocks harmful UV rays and has an AR coating coupled with substrate layers for superior scratch resistance and to repel everyday dust and smudges during eyewear usage.

Conant Lens Inc. offers Retinashield Blue and UV++. These lenses not only block harmful blue light but allow beneficial blue turquoise light to pass through that is essential for daily well being. These lenses use an in-monomer technology that allows filtering in a virtually clear product.

Also, 100% of dangerous UV radiation is blocked. Finished lenses have an AR coating to eliminate annoying reflections and provide high light transmittance. Availability includes: finished single vision and semi-finished single vision in 1.50, Hi-Vex, 1.60, 1.67, 1.74 as well as 1.60 D-28 bifocal.

Many blue light concerns are well documented with additional research continuing. Fortunately, ECPs can rely on the wealth of products and information lens manufacturers provide for the benefit of their patients. n Wendi Atchison LDO, ABOC, NCLEC, is a licensed optician and works in Fort Myers, FL.

BluTech Lenses 800.258.5902 BluTechLenses.com Info@BluTechLenses.com | Carl Zeiss Vision, Inc. 866-596-5467 ZEISS.com/Lenses Conant Lens, Inc. 904.599.2090 ConantRxLens.com Chris.Landers@Conant-Optical.com | Essilor of America, Inc. 800.542.5668 EssilorUSA.com | Gunnar Optiks 888.486.6270 Gunnars.com Sales@Gunnars.com | HOYA Vision Care, North America 800.423.2361 HoyaVision.com SalesSupport@HoyaVision.com | Johnson & Johnson Vision Care, Inc. 800.843.2020 ACUVUEProfessional.com Luzerne Optical Laboratories, Ltd. 800.233.9637 LuzerneOptical.com | Shamir Insight, Inc. 877.514.8330 ShamirLens.com Info@ShamirLens.com | Signet Armorlite, Inc. 800.759.0075 SignetArmorlite.com MarketingLiterature@SignetArmorlite.com Super Optical International/FastGrind 800.543.7376 SuperOptical.com Bert@SuperOptical.com | Transitions Optical, Inc. 800.848.1506 TransitionsPro.com CustomerService@Transitions.com | VISION EASE 800.328.3449 VISIONEASE.com Info@VisionEase.com VSP Optics TechShieldBlue.com BlueLightInfo@VSP.com SunSyncLenses.com VCPN | DIGITAL EYE STRAIN + BLUE LIGHT | JULY 2019

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DIGITAL EYE STRAIN + BLUE LIGHT: A MARKETER’S GUIDE TO PROTECTIVE LENSES

A Marketer’s Guide to PROTECTIVE LENSES

By Zvi Pardes

T

he data on the long-term dangers of blue light from prolonged exposure to electronic devices is now well established. It’s more than discomfort and eye strain; it’s a major factor in the drastic rise of childhood myopia rates worldwide and contributes to catastrophic vision-stealing conditions such as AMD. Yet, engaging patients and selling more blue light protection can often be a struggle.

It’s no secret that it’s getting harder for practices to make the revenue that they used to rely on from their optical departments.

The competition from online vendors and big box stores is fierce, and many patients walk in for their exam fully intending to make their final eyewear purchases elsewhere. Advanced lens options are a great way to maximize revenue but only if your capture rate is stable and you know how to present it to patients.

One thing we encounter when regularly speaking with eyecare professionals is that optometrists are hesitant to bring up optical choices to their patients from within the lane unless they are asked. Of course, every practice wants better capture rates and better revenue per patient, but the exam chair is thought of as distinct from the dispensary. The eye doctor doesn’t want to come off as “sales-y” but rather wants to “focus on patient care.” This is a mistake that is probably harming your practice. Maximal patient care means making the best eye health recommendations possible, including a strong recommendation for blue light protection for every relevant patient—which is just about all of them.

SOMETHING TO CONSIDER: You might want to take a stand and add blue light protection to all lenses as standard. This will increase the cost of the lenses, but that’s an opportunity for you and your staff to explain the importance of proper protection.

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It’s your job to prescribe from the chair, recommending the best comfort, clarity and long-term protection for your patients.

Advanced lens options are a great way to maximize revenue but only if your capture rate is stable and you know how to present them to patients.

As the OD, your top priority is to ensure the best patient outcomes.

As a business owner, you also need to make sure that you’re profitable.

The surprise here is that the two things aren’t exclusive, in fact, they’re mutually complementary. When it comes to lenses and lens treatments, the optical end of your practice isn’t a side business selling fashion accessories. It might be that too, but, at its core, your dispensary should operate as an extension of the optometric care that defines you.

In fact, I’ll go so far as to say that being deeply involved in optical right from the lane is your duty to your patients. You aren’t just selling frames; you are recommending the best comfort, clarity and long-term protection for your patients.

The secret to maximizing your optical retail is that sales should come directly with a medical recommendation that rests on your authority as the eye doctor.

Of course, you want to focus on the comprehensive exam: checking the patient’s refraction prescription, looking at retinal health, asking about any symptoms, etc. But it’s also important to be proactive and educate your patients about the impact of blue light and UV, which happens to also boost the chances of that patient buying eyewear from you instead of online, not to mention maximizing the revenue from that sale.

In our experience, a great strategy is to make those lens recommendations right from the lane and follow it through to optical.

This is ultimately what will differentiate you from the box retailers and online vendors—you treat glasses as a medical device and strive for the best patient outcomes possible. This is why patients will choose to purchase their eyeglasses from you.

JULY 2019 | DIGITAL EYE STRAIN + BLUE LIGHT | VCPN

DIGITAL EYE STRAIN + BLUE LIGHT: A MARKETER’S GUIDE TO PROTECTIVE LENSES

COURTESY OF CARL ZEISS VISION

Before the Lane: Don’t let patients just sit or browse aimlessly.

Make sure that your staff is actively engaging patients by taking them through the dispensary and proactively suggesting frames that would suit each individual. People are anxious about making fashion decisions to begin with, and being guided through the process creates a bespoke fashion experience that is hard to beat online. This approach also gets patients into the frame of mind (no pun intended!) of making a purchase too, which is going to help prime them as you drive home your lens recommendations—such as blue light protection—from the lane, expanding the patient’s frame of mind from a fashion purchase to a medical decision.

In the Lane: If you are relying on patient forms to be in the know about your patient’s lifestyle or symptoms, be warned that things change all the time, and people are less likely to be as forthcoming on a sterile form as they might be in a real conversation.

Instead, make sure that you are proactively asking your patients about changes in their lifestyle, work habits, daily discomfort or soreness, etc. during each appointment. Could your patient benefit from advanced digital progressives? Is this person spending many hours in front of a digital device screen? Is your patient even aware of the risks to health and the importance of proper lens protections for blue light?

The point here is that it’s important to break people out of their assumption that when it comes to glasses it’s the frames that matter. Don’t mince words. Frames are merely fashionable housing for what matters: vision, quality of life and eye health. If you have an impressive lineup of frames, that’s great. Trust (or train) your optical staff to sell that.

As the OD, you should be discussing what’s at stake, so make direct recommendations for the lens technologies and products that will deliver the best comfort and long-term protection possible. At the same time, maximize your chances of making an optical sale while also maximizing the revenue of that sale. The beauty here is that you’re maximizing profits precisely by making sure your patients are as comfortable and protected as possible.

VCPN | DIGITAL EYE STRAIN + BLUE LIGHT | JULY 2019

PRO TIP: We know of a few ODs who even use a blue light LED pen to demonstrate the difference between regular lenses and ones that protect against blue light.

A pack goes for about $18 on eBay. THE HANDOFF IS ESSENTIAL Walking the patient back out to optical is a crucial step to maximize your chances that the patient won’t just bail and head to an online vendor or wholesaler—likely resulting in cheap frames with subpar or even flawed lenses, no blue light protection and no revenue earned for your practice. Make sure to verbally repeat to the optician the lens recommendations you made to the patient. Some practices we work with even go so far as to print out a customized “prescription,” where the doctor checks off recommendations along with any notes for the optician. This is an effective way to further underscore that their optical purchase is a medical one and not only a retail decision.

By the same token, your staff should be well informed about the lens side of things too. They should understand the benefits of polarized sunglasses vs. tinted and digital progressives vs. older bifocals. Of course, they should also understand the importance of blue light protection, even for those patients who don’t require corrective lenses.

An effective approach to selling more blue light protection is a microcosm of how an optometric practice should approach optical in general. Make sure you are engaging patients on what matters most— their eyes and that not all lenses are created equal. When framed that way, you have the best chance of maximizing capture and revenue while delivering the best patient care and experience possible. n Zvi Pardes is an optometry marketing expert and head of content marketing at EyeCarePro. Focused exclusively on optometry and ophthalmology, EyeCarePro helps practices to achieve real, measurable growth with an increased online presence, content and advanced SEO tools fine-tuned to eyecare. EyeCarePro.net 43

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J U LY 2 019 VC P N | 45

20 Questions

WITH

PIERCE VOORTHUIS

The iconic, quirky videos on the Georgetown Optician website help define this 41-year-old, multi-generational optical operation and the family behind it. To discover what makes it a success, VCPN’s John Sailer interviewed second generation owner/operator Pierce Voorthuis at the flagship storefront in the Georgetown neighborhood of Washington, DC. 1. We got to know you through your videos.

How do most of your patients get to know you? We’ve been here 41 years, so a lot found

us the traditional way, they walk by. Over the years we’ve delved into a lot of different modes of advertising. The videos were a fun way to rebrand, get in front of the next generation and share what makes Georgetown Optician unique.

Years ago branding was focused on the optical experience, what brands they had.

We hadn’t focused on branding ourselves, but it’s the most important story to tell because we’re the ones facing the consumer.

So the video came down to a great opportunity to tell the family story in a fun, whimsical way that was shareable.

2. Speaking of the brands that you carry, how do you differentiate yourself? We under-

stand there are some brands found in one, two or even five other stores in the city, and there are brands we don’t expect to see in any other store in the city. We search out brands that are completely unique to Georgetown Optician.

For a couple of them, we are among the first two or three accounts in the U.S. if not the first.

When I first previewed the Rolf collection of wooden eyewear from Austria, it was not available outside Europe. Today, we’re among the first to showcase their 3D-printed collection in North America.

We followed that up with many different brands. Our latest brand that is among the first in the U.S. is the Morà Busoli collection of marble frames. It’s incredible, half carbon fiber, half marble, really wearable and lightweight.

3. I’m sure the clientele here is very specific.

How do you address that? Our home store

here in the Georgetown neighborhood of Washington, DC, is probably the most historic 46 | VC P N J U LY 2 019

neighborhood we’re in. It’s a very interesting mix of clientele. The local population here has been with us for sometimes over 30 years.

With Georgetown University just blocks away, we also have the student population, so we get the young and the old. We get everyone in between because we are also an international shopping destination.

We opened the Fourteenth Street location, about a 15-minute drive closer to downtown. We also have locations in Capitol Hill because everyone who lives here locally knows that traffic can be a pain. Then we also have our suburban location with our Tyson’s Galleria store. Each store has its own unique look, feel and client base.

4. What’s the management structure? My father Joost started this business 41 years ago.

After about ten years, we added the second location. Throughout high school and college I knew I wanted to be involved. So, after college, I decided this was something I wanted to take on full time.

That’s the same time my youngest sister Juliette came back and decided she also wanted to be in the family business. Together we have a fun relationship running the four stores.

It’s a dual management structure. We each have our focus, what we feel we’re best at. It takes understanding the strengths and weaknesses of each other. For instance, I love working directly with the vendors. I love the overall big picture work. She loves working with the end client more.

5. You mention clients. Some people insist they are patients not customers. What is your take on that? We call them a little bit of both. It’s

probably subconscious. In the end, we are a medically based business. So everyone you can see as a patient. But we think fashion first.

We’re focused on the quality of the finished product. We do all our edging onsite, so every pair we fit is made right here in the Georgetown lab or in our secondary lab in our Fourteenth Street office. We use Santinelli Me 1000s. We have two edgers here in our Georgetown store and one edger and one blocker in the Fourteenth Street office.

6. What kind of lenses do you use? When we’re talking about progressives our lens brand of choice is Shamir with a focus on the Autograph III. We also work with a few Varilux lenses.

More and more, we’re working with Zeiss lenses. We’ve worked with Zeiss for the last 25 years, importing a lot of Zeiss lenses directly from Holland and Germany way back in the day before you could get many of the thinner lenses here in the U.S. 7. What percentage would you say are Rx sunglasses? It’s a pretty high rate. A sun-

glass is a great place to start with second pair sales. Sunglasses we see as medically necessary and part of our lifestyle, so we all believe in protecting our eyes against the sun and wearing some really fun sunglasses.

8. Do you have a technique for encouraging your clients to get a second pair? It starts

from the doctor’s chair and continues to the sales floor. Any doctor will always tell patients two things. For contact lens wearers, they’ll say, “Dailies are better for your eyes.” They’ll also say, “Wear your sunglasses.” UV protection is always important to keep in mind.

V I S I O N C A R E P RO D U C T N E WS . C O M

V I S I O N C A R E P RO D U C T N E WS . C O M

J U LY 2 019 VC P N | 47

20 Questions

WITH

PIERCE VOORTHUIS

So sunglasses happen from the doctor’s chair, but also on the sales floor we display all our sunglasses among the prescription frames.

That way, as people are browsing new eyeglasses they also get tempted by some fun sunwear.

9. Are your displays organized by brand?

Yes. We consider a lot of eyewear to be pretty unisex. So it really is by collection.

10. Is that a trend you’re observing, gender neutrality? Yes, if we look at specific designers. Among our favorite companies are Theo and Anne Et Valentin. Both have never shied away from colors that were traditionally feminine and putting them on masculine frames. Also, vice versa. It’s about letting your frames speak to your personality.

11. Do all of your locations have an optometrist on staff? Two of our locations have full-

time optometrists, and two have part-time.

12. Are you selling online? Brands that have

a wider reach discover that online sales are necessary, while some of our favorite companies stay outside of the online world.

Touching and feeling sells a frame. It’s impossible to find the right fit and style without seeing it in person.

That being said, not every customer can come in, so that’s where we’ll see some online sales be a small part of our portfolio. We have an online store. We’ve had it for a few years, but it’s not a major, significant business for us.

13. There’s also a lot of competition out there.

How do you compete in general? We’re

seeing more competition with the same old brands, which in the end don’t really stand out. It’s all about differentiating yourself from your competition.

If you can differentiate yourself on service, on the brands you carry, and in time (we produce all our in-house jobs very quickly), that really helps us stay relevant.

We have no problem filling our boards. We see a lot of great eyewear out there, but we 48 | VC P N J U LY 2 019

can’t carry half the brands we get approached by. We go to Vision Expo and Silmo. The international show gives us a chance to see eyewear that a lot of our local competitors don’t travel to and find new brands. We’re also very loyal to the existing brands we work with. We’ve worked with Oliver Peoples for over 20 years now. We were one of their first accounts in DC. For us to consider a new brand, it has to stand out as different and innovative.

That’s also the luxury of having four stores. When a brand doesn’t hit the market quite right in one store, we can experiment and place it in another store.

14. You’ve been here 40+ years. What’s the secret to your success? An expectation

for the highest quality frames and the best customer service we can provide, and that comes from the staff and our family.

One of our tag lines is, “Our family knows glasses.” It’s not just the family members who know glasses. It’s our staff. We want everyone here to have a passion for eyewear and share that passion with our client base.

We all love doing what we’re doing, helping a client come in with some expectation of what they’re looking for, and radically changing what they were looking for, helping them discover something new.

15. What kind of training do you have for your staff? It’s a little bit informal. We have a few

members of the staff who help train new staff.

We have people who have been in the eyewear business over 10 or 15 years. It’s very much apprenticeship style, covering techniques such as “How do you sell a frame? How do you fit a frame? How do you fill a prescription well?”

16. You mentioned your edgers. What other technologies do you use? I consider

myself a tech geek, so I like to be aware of new technologies. We love working with our hands, so we invest in the latest edgers.

In the exam room it’s important to have a digital phoropter and exam lane because it is impressive when a client walks in.

17. Do you use practice management and electronic health record software? We’ve been cli-

ents of Compulink Eyecare Advantage for a long time, since it was all MS-DOS. We have records going back in our computer system as far as ‘87 and ‘88. Having those records available from when a client was first with us is amazing.

18. Being here so long, you must have multi-generational clients, right? Our original

location here hasn’t changed in 38 years, so this one sees the most referrals of new generations from family members. But even now we’re seeing them in our Tyson’s Galleria location, where we’ve been for over 20 years.

19. Talking about multiple generations of families brings me back to your family, which “knows glasses,” as they say in your videos.

Can we expect more videos? We’re definitely

working on something in the near future that should adapt the story. The family story has come across, so now we’re exploring what else we want our branding to accomplish.

20. How autobiographical are the stories?

They’re definitely whimsical and fun. We wanted to blend a little bit of Wes Anderson’s style of filmmaking with the Addams Family, two offbeat, out-there experiences.

We definitely have the patriarch, my father, who started Georgetown Optician.

He inspired us with a love of unique products and instilled in us the focus on the customer experience. Both Juliette and I fell in love with eyewear at a young age, and that’s a bit of the message we wanted to come across in the videos. The only family member to star in the video as himself is our store mascot and beagle, Troy, who grew up over the years in the stores and was our unofficial greeter. n V I S I O N C A R E P RO D U C T N E WS . C O M

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